Chase Captures ‘Thät’s Dazs’ Personality

‘Artful’ Is Top Of List

Chase Design Group has developed a new look for the Häagen Dazs shops intended to reflect a “Thät’s Dazs” personality. The project included creating the entire look and feel, as well as an entire visual identity system, for the brand. Along with package redesign, the project focused on Häagen-Dazs shops including signage, materials, fixtures, shop packaging, dessert imagery, menus, floors, furniture, and even uniforms. The program extends across diverse shop formats, including standalone shops, inline mall shops, and indoor and outdoor kiosks. It is currently rolling out across 208 franchise locations nationwide.



The goal, explains Jon Arriaza, Senior Design Director, Chase Design Group, was to create a space that customers could feel excited about – one that felt modern, but in keeping with the new design aesthetic. The evolution includes an expanded palette of bright sophisticated colors.
“Artful’ was at the top of our list when thinking through the design of the space,” says Arriaza. “We designed focal points throughout the space, so customers can absorb the creativity and art of every piece along their ordering journey. The Brand Tapestry Mural weaves in abstract representations of the pure ingredients Häagen-Dazs is known for. The cove behind the front counter calls attention to the main ordering space, while displaying custom sculptures of a strawberry, vanilla flower, and melty caramel cube. All of these use elements that are inspired by the packaging redesign, making clear connections for the brand across every touchpoint.”
Adds Rachel Jaiven, Marketing Director of Häagen-Dazs®, “I couldn’t be prouder of the new Häagen-Dazs Shops design which is launching across our shops in the United States. From the bright colors and delicious dessert images to the iconic tapestry wallpaper and updated uniforms, the #ThatsDazs feeling is apparent as soon as people come through the door to buy their favorite Häagen-Dazs ice cream.”
Chase Design Group currently has offices in Los Angeles, New York, Seattle and the UK.